Tobacco Documents Online

J 642318W 10. . (ASK ALL:) - Let's take a few seconds to look at the TRUE ad again.. (E13OSE FOR 5 RENOV S C ) ANllSAPE) E E. What doyau think is the mainidea theotaaufacGurer wants to get across about TRUE? (PROBE':) What else? 33-9 a 44- ~lrt-e..r~-f-..G~c~ 35-tl. 3a- lla.. (OPEN PORTFOLIO TOTRUE- AD.) Is there anything ia the TRUE ad that you particulatly like? (39) . (CONTINUE) -- Yea ------,__(D . (SRIP TO Qa12a)__ No 2 i1b. What is there in the TRUE ad that you particularly likeT (PgOBE:) What else? ~~ nil, 4y- 44- 45- 12a.. Ia there anything in the TRI1E ad that you particularly dialike4 (46) . (CONTINRE)- Yea ----- I - (SKIP TO Q.13a) - No 12b. What is there in the TRUEad that you particularly disliket (PROBEe) What else? . 4 4I x 4 0 Y+ 2 W a a ~ I

042318N 14. Rowmany.cigarettes do you smoke in an average day? - (60) 9 or less (less than 1/2 pack) ----- 1 10 to 19 (1/2 pack to 3/4 pack) ------- ~- 20 to 29 (1 pack) . 30 to 39 (171/2 packs) ------- 4 40 or more (2 packs or more) - --- 5 CiASSIFICATQON Now, jost a:ewquestio ns for scatlaticaL purposes only. ]a°. Nhat wan theiast grade of school you completed? - (61) Some gramutr school (4st-7th grades) -- 1 Craowar school gradu ate (8th grade) --- 2 Some high school (9 th-llth grades) --- 3 High school graduate (12th.grade) ------ 4 Somecollege.-_-- ___-_-_--_-_---__ Q. Col'lege graduate or beyond ------- ----- 6 . (HdNDRESPUNDENT CARD 16.) • ~ - 16. Again, just for c lassif ication purposes, which letter on thie card include s your total family incom e before taxes last year? . . (62) A. Under $7,500 -- ------------ 1 e. $7,500 to 510,0 00 ----------- 2 C. Over $10,000 to $15,000 ------- 3 D. Over $15,000 to $20,000 - - - - - - - 4 E. Over $20,000 to $25,000 -------- ~ F. Over $25,000 -- _-----_--------- 6 Refused ----- - _----- -_-_-~-- Y 17. (1NDLCATE SEX.) (63) Male -------------------------------- -_ 1 Pemale --______-----------__--.~~ ATTACN QUESTIONNAIRN TO SCRHENER. 80-1 1

j , -2- 442318W 4. What do you remember about the TROE advertisement7~ (PgOB6:) {ihat alse pc you rpmember7. . . . . 'c,c- zl~-t . , 5. Aside from wanting you to buy them, what was the message the manufacturer was trying to get across to ypu about TRUE? (PROBE:) What else? . 23-1 2__ ~f--C~-.r,z .r~ 25 -. 26 27 (IF RESPONDENT SAYS "DON^T KNOW" TO Q.5, SKIP TO Q.1Q.) 2B (HAND RESPONDENT CARD 6.) 6.. Thinking about what you've just told me about the advertising message, what phrase on this card best describes how important this is to you? {29) . Extnemely important ----- 6 Very important -----------~ . So.ewhat important ------ 4 Somewhat unimportant --- 3 Very unimportant ---------- 2 Not at all important --- 1 7. (NANDRESPONDENT CARD 7.). - Again, thinking about the advertising,message, which phrase on=this card best describes how believable this isto you? (30) - E:tremely believable -----6 ' Very believable ------ 5 . Somewhat believable -----,~ Somewhat unbelievable ----- 3 Very unbelievable -- - 2. . . . Extremely unbelievable --- 1 6L (HAND RESPONDENT CARD 8.) ' And, which phrase on tlFis card beat describesbow different yow think this meseageis from other cigarette advertising2. --- (31) Extremely different ------ _6 . Very different ------ 5 .. Somevhat different ------- 4 Somewhac siailar -------{~ , Very similar ---------- 2 Extremely similar --------1 .. 9. (HAND RESPONDENT CARD 9.) t Based.on the message, vhichphrase on this card best describes your interest in ' trying TRUE cigarettas7- (32) Eztremely interested---- 6 " Very interested ------- 5 Somewhat interested ------ 4 . -----~ . . Someahat disinterested Very disinterested ------ 2 0 Extremely disinterested -- 1 Ea OD tj ~ A N . . - . . . .' 117

' -4- P42318Ar 13a. What one brand of cigaretteado you smoke most frequentlyY(DO NOT READ BBAMD NAMES.) TBESTARRED BRANDS MUST BE PROBED: IF BENSON SHED6ES, ASK: "Is that Benson S gedges, Benson & Hedges Lights, or Mult~°made by Benson & Hedges?" IF CAMEL, ASK:. "Is that Camel or Camel Lights?" IF KENT. ASK: "Ie.tllat Yent or Rent Golden Lightsl^ IF KOOL, ASK: "Is that goal, gool Milds, or Kool Super Lights?" IFL &. M, ASK: "Is that L & M, L & M Flavor Lights, or the longer L& M . Lights 100®Y" IF MARLBORO, ASK: "Is that Marlboroor Marlboro Lights?" IF NEWPORT, ASK: "Is that Newport or Newport Lighte7" IFOLD GOLD, ASK; "Is that Old Gold Filter or01d Go1d. Ligh IF PALL MALL, ASK: "Is that Pall Mall or Pall Mall Extra M11d7" IF PARLIAPffZiT,.ASK: "Is that Parliament or Parliament Ultra Lights?" IF RALSIGg, ASK; "Is that Raleigh or Raleigh Extra Mild?" IFSALFM, ASKc "Is that.Salem or Salem Lights?" IF TAREYTON, ASK: "Is that Tareyton, Tareyton Lights, or Tareyton Low Tar Menhol?t IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mild?" .. IFWINSTON, ASK: "Is that Winston or Winston Lights?" (52) (54) Alpine _---_---_---------- 1 More -_-----_~-_---_- ~ Belair --------- --------- -- 2 Newport Lights --------- B Multi-FilterBy Benson & Hedges 3 *Nevport (Other) -------- 9 Benson & Nedges Ligbts ----- ~ *Beneon & Bedges(Other) ------ 5 Camel Lights ----------- 6 *Came1 (Other) ----------------- 7 Carlton~---------------------- 8 Chesterfield -------- ---- - 9 Decade ----------------- 0 Doral __-_-___________-_-_ x Eve ___---------------- -_ (53) Fact ----- -_1 Geuioieea ------------------ 2 Iceberg 100's ------------- 3 Kent Golden Lighte -------- 4 *Kent (Other) 5 Kool Super Lights --------- 6 Kool Milds --------------- 7 *Koo1 (Ot.her) 8 L.& M FiavorLights ------ 9 L &MLights100mm------ ---- 0 *L 6 M(Other) ------------- x Lark _-___v (54) Long Sohns _____________1 Lucky Strike----------^--- 2 Marlboro Lights --------------- 3 *Marlboro (Other).------------ - 4 Max _______-__-------------- 5 Merit ------------------------ 6 Old Gold Lights --- --- x *01d Gold (Othar) -------- y (55) Pall Ma11 Extra Mild -- 1 *Pall Mall (Other) ------^ 2 Parliament Ultra Lights ------- 3 *Parliament tOther) ------- 4. Philip Morris ----- --- 5 Raleigh Extra Mild -- 6 *Raleigh (Other) 7 Real 8 Salem Lighta -------------"__ 9 *Sa1em (Other) -------- 0 Saratoga ----- ---- x Silva Thina ------------ y (56) Tall --_---------- I Tareyton Lights ---------- 2 Tareyton Lov Tar Manthol ---- 3" *Tareyton (Other) -------- 4 True ___---------- ---__- 5 Vanguard ----------- ---------- 6 Vantage 7 Viceroy Extra Mild ------- 8 *Viceroy (Other) ----------- 91 Virginia Slime ----_-_-__-- . 0. Winston Lights ----------- x. *Winston (Other) -------------- y Other (SPECIFY): (57) 1 13b• Ies that filter or non-filter? (58) 13c. Filter ------__CT-'~ Non-filter --- 3~b.-b Is that regular.king-aize, 100nn.or the extra-long 120mmT. (59)W Regular ______--- 1 46 - King-size --- 2 ~ . 10omm ---------- ___-- ~ - 120001 ------ ------ 4

x R JNATIONA'L CONSENSUS SURVEYS p42318W 801 Second Avenue New York, New York 10017 F..,eT~ 13- 6 NANE:A~ j PHONE #; ~ 1. Pleasa take a few minutee to go through the advertisementa in this book. Plaese taks ae much time with each ad as you aare to. If you ordinarily waar reading glasses, you'll need them. (HAND RESPONDENT PORTFOLIO AND TAKE IT BACK BEFORE CONTINUING.) 2. Now. I'd like to ask you a few questions about the ads in the book. What brands or products do you remember seeing ads for in thabook7. (PROBE;) Any other brands? (DO NOT READ EITHER BRAND NAMES'Og PRODUCT CATEGORIES.) GENERAL ADS CIGAEETTEADS(14) Dole Pineapple ------- I Luke--------- ---- 3 BankAmericard/VISA --- 2 General Electric Washer -{!) Golden Lighte---- Bayer Aapirde------- 3 gilton Hotels -- - 3 Goldan (Uaep.)-- 5 Bolene Lawn Mower Kawasakl ----------{ 4 Eent Golden---- h 6 7- Budweiser ----- Old Spice Pocket Cologne - 5 ta- Kent Golden Llg Canadian Club------ 6 Polaroid Camera-------- 6 Ken[ Llgh[a-------- 8- Coca Cola -------- 7 Singer Sewing Machines --- 7 Kent (Unep.)----- 9 Concord Watches---- 8' Taeter's Choice ------- 8 Lighta (Unep.)--- 0 Crest aooehpasee.--.+•- 9 Weight Watchers ------- 9 OtheT (SPECIFY): y (IFNOCIGARETTg BBANDS MENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONEOE TWO CIGARETTE BRANDS MENTIONED, SKIP TO Q.3b.) (IF ALL TNEBE CIGARETTE BRANDS NSNTIONED, SKIP Tf) Q.4.) 3a. (IP NOCIGAEETTg BBAN)S MENTIONED ABOVE, ASK:) Do you remember any ads for cigarettes? 'Y 1- -=irW~Fst brands do you rem ? emb er seeing ads for? Ahy others . . . . . . - . . . ,.`,_,~) .. Lu ka ----_---- 3 . Go lden~ Lights ----- 4 Go lden (Unep.) ---- 5 . Ke nt Golden ----- 6 Ke nt Golden Lights -- 7 Ke nt Lights ------ 8 Ke nt (Unap.) ----- 9 Li ghts SORnp.~----- 0 x Ot her (SPECIFY): 7 2 10) KIP TO ( No ----- Q~ S i (IF "ONE" OR "TWO" CIGARETTE BRANDS MENTIONED. ASK:) 3b. Do you remeeber any ads for any other brands of cigarettea9. .. (31 Yea ------ What brands were they? An y others? (16) L uke ~ G olden Lighta ----- No --------- 2 6 eldem (Unsp.) -- S * E ent Golden 6 1+ OD K ent Golden Lights -- 7 (IF TBUENENTIONEDIN Q.2,3a, OR 3b, CONTINUE.) K g ent Lighte --^-- ent Nnsp.) - -- - 8 ,p 9 ia L iBhta (Unap.~ 0~ (IFTEUENOT MENTIONED IN Q.2, 3e, OR 3b, SKIP T rua TO Q.10.) O ther (SPECIFY): R 7